According to our text, defined by the American Association of Advertising Agencies, integrated marketing communications (IMC) is a concept of marketing communications planning that recognizes the added value of a comprehensive plan. This plan evaluates the strategic roles of a variety of communications disciplines such as general advertising, direct response, sales promotions, and public relations and combines these disciplines to provide clarity, consistency, and maximum impact through the seamless integration of messages. Unfortunately, many companies still rely on one or two communications tools. This practice persists in spite of the fragmenting of mass-marketing into a multitude of mini markets each requiring its own approach; the proliferation of new types of media; and the growing sophistication of consumers.
Graves Enterprises wants to move away from relying on the traditional one or two communications tools and wants to take to focus more efforts in developing their consumer products area and use integrated marketing communications (IMC) as the center for success. I have reached out to Joshua Edwards, Marketing Director: Consumer Products to gather some ideas on how using this approach can further assist us. All of his ideas are great, however I am concerned about the impacts this will have on the cash cow, the commercial products. Currently there are budget constraints and the ideas presented are quite expensive. I would need to ask him, “What resources were used to come up with the figures he provided” and “if he considered another magazine other than Good Housekeeping?” I would also like to know what Good Housekeeping can offer us. Another question I would ask him is, “If advertising in a magazine is really effective considering that many people no longer subscribe to magazines.” I would also like to see more data from Good Housekeeping in